Vionic Shoes Brand Strategy Advertising and Website Design

Goal: Broaden from casual/comfort to professional women’s shoe segment

Vionic is a fast growing shoe company that primarily designs and manufactures women’s shoes with built-in orthotics. Brand Zoo was hired to reposition the Vionic brand from its identity as a Medical/Orthotic shoe company to a company focused on Style & Technology. The new tagline, “Science of Style” was developed to communicate their unique combination of style and technology. The advertising campaign started in January 2017 and will run into the spring.

Brand Zoo Partnership:Brand Zoo’s work for Vionic began by helping them reposition their brand identity from Medical/Orthotics to Style & Technology. It then led to a new brand expression visually and verbally across all customer touch points including website, retail, catalogs, packaging, video and advertising.

Brand Zoo helped create Vionic’s first significant ad campaign and first to run in style magazines, stretching beyond their historic presence in health and home magazines (such as Prevention or WeightWatchers). The ads are now running in O, InStyle, Southern Living, Woman’s Day, Redbook, Health Magazine, and Weight Watchers.